Abstract

We are living in an era where data means opportunities. New technologies have made it possible to collect and store huge amounts of data. The telecommunications sector, specifically Network Operators, is one of the industries that could benefit from these opportunities. By exploiting this asset, Network Operators could survive lost revenue due to the commoditization of traditional services by other players such as Google and Skype. However, according to information privacy laws, without the permission of their customers, Network Operators have many limitations in using data. In this light, the purpose of this study is to analyze the main factors that affect individuals’ intention to grant permission to their Network Operators to use their personal information, and to look at the differences between smartphone and nonsmartphone users. We used a survey to measure “intention”, “privacy-related attitudes”, and “salient beliefs”; and received 475 responses. The results are expected to have both theoretical and managerial implications. Moreover, these results may suggest to managers which strategies they should focus on to encourage their customers to give permission to use their personal information.